A keyword is any word or phrase someone types into Google when searching for something. When we talk about keyword research, we mean the process of identifying the specific words and phrases your potential customers use so you can make sure your website uses them too. This is not about gaming Google. It is about making sure your website answers the actual questions people are asking.
This article explains how to find relevant keywords for your business, how to evaluate them, and how to use them on your site without making your content worse to read.
Why keyword research matters
You might be writing about your services using terms that make sense to you but that your customers do not actually search for. A solicitor might write about "conveyancing services" but their customers might search for "help buying a house" or "how to transfer a property." A builder might describe their work as "groundworks" but local customers might search "driveway installer near me."
If your website does not contain the words people are actually typing into Google, it will not appear in those results regardless of how good your service is. Keyword research closes that gap.
Start with what you know
Before using any tools, write a list of what you do, where you do it, and who you do it for. Be specific. If you are a plumber based in Crewe who mainly does boiler repairs and bathroom fitting, your starting list might look like this:
- Plumber Crewe
- Boiler repair Crewe
- Boiler service Cheshire
- Emergency plumber Crewe
- Bathroom fitting Cheshire
- Local plumber near me
- Boiler not working Crewe
This is your seed list. You will build on it using tools and research.
Think like your customer
Your customers search in two main ways. Some searches are straightforward: "plumber Crewe." Others are question-based or problem-based: "why is my boiler making a banging noise" or "how much does a new boiler cost." Both types of search are opportunities.
Straightforward service and location searches tend to have more competition but they are also what people search when they are ready to hire. Question and problem-based searches tend to be easier to rank for and they reach people who are in the research phase. Both have value.
Free keyword research tools
Google Search itself
Start typing a keyword into Google and look at what comes up in the autocomplete suggestions. These suggestions are based on actual popular searches. They tell you directly what people are looking for. Also look at the "People also ask" section on the results page and the "Related searches" at the bottom. All of these are free, real-time keyword data that Google is showing you directly.
Google Keyword Planner
Google Keyword Planner is free to access through a Google Ads account. You do not need to run any ads to use it. Enter a seed keyword and it will show you related keywords, estimated monthly search volumes in the UK, and an indication of how competitive each keyword is. The search volume data is shown in ranges rather than exact figures unless you are running an active campaign, but even the ranges are useful for understanding relative popularity.
Google Search Console
If your website is already live and connected to Google Search Console, go to the Performance report. This shows you the actual search queries people used to find your site, how many times your site appeared for each query, and how many people clicked. This is some of the most valuable keyword data available to you because it is real data from your actual audience.
Ubersuggest
Ubersuggest (ubersuggest.com) offers free keyword research with search volume estimates, keyword difficulty scores, and related keyword suggestions. It is limited on the free tier but sufficient for most small business keyword research needs.
AnswerThePublic
AnswerThePublic (answerthepublic.com) visualises the questions, prepositions, and comparisons people search around a keyword. Enter "plumber" and you will see questions like "how much does a plumber cost" and "when should I call a plumber." It is particularly useful for finding content ideas and long-tail question keywords.
How to evaluate keywords
Once you have a list, you need to decide which keywords are worth targeting. Three things to consider:
Search volume
How many people search for this term each month? A keyword with zero searches is not worth targeting. But very high volume keywords tend to be extremely competitive. For a local business, monthly search volumes of 50 to 500 in your target area are often realistic and achievable targets. Do not dismiss low-volume local keywords. "Bathroom fitter Congleton" might only get 20 searches a month but if you are a bathroom fitter in Congleton, those 20 people are exactly your customers.
Competition or keyword difficulty
How hard is it to rank for this keyword? Tools like Ubersuggest give this a score out of 100. A score of 80 or above means you are competing against well-established, high-authority websites. As a small local business, prioritise keywords with lower difficulty scores, particularly those that include your specific location.
Intent
What is the person searching for this keyword actually trying to do? Someone searching "what is a combi boiler" is probably researching. Someone searching "combi boiler installation Stafford" is probably ready to buy. Both are potentially worth targeting but with different types of content. The first is a blog post. The second is your services page.
Long-tail keywords: where local businesses can win
Long-tail keywords are longer, more specific search phrases. "Plumber" is a short-tail keyword. "Emergency plumber available today Stoke-on-Trent" is a long-tail keyword. Long-tail keywords typically have lower search volume but also much lower competition. They also tend to be searched by people who are closer to making a decision.
For a small local business, a strategy built around five to ten well-targeted long-tail keywords will outperform trying to rank for broad, competitive short-tail terms. You are not competing with national directories and large companies for "plumber." You are competing for "boiler service Newcastle-under-Lyme" and that is a fight you can win.
How to use keywords on your website
Once you know which keywords to target, the next step is making sure they appear on your website in the right places. The key locations are:
- Page title tags: the title that appears in Google search results and in your browser tab. Include your primary keyword naturally here.
- H1 heading: the main heading on each page. One per page, includes the primary keyword.
- First paragraph: mention the primary keyword early in the page content.
- Subheadings (H2, H3): use related keywords and variations naturally in subheadings.
- Body text: use keywords where they fit naturally. Do not force them. Write for the reader first, search engines second.
- Image alt text: describe what images show, include keywords where relevant.
- Meta description: the short description under your link in search results. Include the keyword but write it to encourage clicks, not just for search engines.
Keyword stuffing: what to avoid
Keyword stuffing means repeating keywords excessively in an attempt to rank higher. It does not work. Google's algorithm is sophisticated enough to detect it and it will hurt your rankings rather than help them. More importantly, it makes your content unpleasant to read, which means people leave your site quickly, which also signals to Google that your content is not useful.
Write naturally. Use keywords where they fit. Use synonyms and related phrases. Google understands context and does not require exact keyword repetition to understand what a page is about.